Case study · Botupharma USA · 2024 – 2025
From vendor-only to direct-to-consumer.
A veterinary biotech company sold only through distributors. I architected the direct channel from the ground up: the audience, the catalog, the stores and the sales motion. In Q4 2024 it brought in $600K in new revenue, on less than half the budget.
- New revenue, Q4 2024
- $600K
- Annual target
- $1.8M, met
- Budget used
- Under $45K of $100K
- Product lines
- Equine, canine, bovine
The launch
Six moves, one new revenue channel.
Select a stage, or let it run.
01
151
products from 72 manufacturers analyzed
Read the market
Competitive and SWOT analysis set a ten-year, all-channel marketing plan, aligned with the Brazilian parent company on new-product go-to-market.
The catalog
The 32-page product guide.
Written, designed and produced end to end, then mailed to a 1,895-contact database. Turn the pages.
Capital efficiency
$600K in new revenue on under $45K spent.
My role
Marketing Manager, from strategy to sale.
Strategy
Set the ten-year, all-channel plan and delivered its first phase within nine months, aligned with the parent company on new-product go-to-market and inbound supply.
Execution
Launched the CRM database, the 32-page product guide, a 95-product Amazon store in under two months, and the online store with its purchase funnel, promotions and bundles.
Revenue
Delivered $200K+ in personal direct-to-consumer sales as top producer. Co-led hiring of the sales manager, developed the role, and managed seven distribution partners.